A Guide To Mindset And Identity As As Executive Function Coach And Business Owner
Why does mindset and identity matter as an executive function coach and business owner?
Mindset and identity is crucial for executive function coaches who run their own coaching business because they quietly set the ceiling on what is possible. If you see yourself as a hobbyist or a helper who should just be grateful for any client, you will undercharge, overgive, and hesitate to market your services.
When you choose the identity of a professional who solves real problems for real people, your brain starts looking for strategies, systems, and support that match that identity. You stop asking if you are allowed to grow and start asking what needs to happen next to grow.
Identity also shapes how you respond when things get hard. Every coaching business has slow seasons, no shows, and launches that flop. A person who secretly believes they are not a real business owner will treat these moments as proof they should quit. A person who has decided they are a resilient executive function coach and a serious business owner will treat the same setback as data and adjust their offers, processes, or messaging.
The work you do on your mindset and identity becomes the template your clients borrow, so upgrading how you see yourself is not just good for your revenue. It becomes part of the transformation you model for every student and parent you serve.
My top 5 lessons learned when shifting my mindset and identity to executive function coach and business owner
1. Stop waiting for permission to start
For a long time I waited for the perfect schedule, the perfect confidence level, and for my immediate circle to be on board before really stepping into starting my EF coaching business. The shift came when I decided no one was coming to tap me on the shoulder and tell me I was ready. I chose to start with the skills I already had and improve as I went. That decision moved me out of dreaming and into action.
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2. Let go of the starving helper mindset
For years I told myself I should charge as little as possible because families and schools were struggling. That mindset kept me exhausted, underpaid, and close to burnout. When I shifted to believing that being well compensated allows me to serve more people better, I raised my rates and delivered higher quality coaching.
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3. Marketing is service, not self promotion
At first, marketing felt cringe and salesy so I avoided talking about my offers on a large scale. The change came when I realized my posts, emails, and videos are often the only roadmap families and educators have for executive function support. When I started to see marketing as education and advocacy it became much easier to show up consistently and invite people to work with me.
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4. Start treating your coaching like a real business, not a hobby
Early on, I treated my coaching like a side project and gave away far too many sessions for free or for very little. That sent a quiet message to myself and to others that my work was optional. When I began charging real rates, tracking my income, and setting clear policies my behavior changed. I started taking my commitments seriously and building systems that matched a real business instead of a casual hobby.
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5. Improvise when the moment calls for it
One of the biggest mindset shifts was letting go of a rigid session script and trusting myself to respond to what was actually happening with the student. Instead of forcing my plan, I learned to read their energy and adjust expectations on the spot. Some of the most powerful sessions have come from flexing with the moment and improvising while keeping the larger goals in mind. This identity of being a coach who can adapt has made my work more effective and a lot more enjoyable.
More on mindset and identity as an executive function coach and business owner
Beyond learning strategies and tools, shifting your mindset and identity is what allows you to grow and scale as an executive function coach and business owner.
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As your identity shifts, you become more willing to take risks that once felt out of reach. You might raise your rates, narrow your niche, or say no to work that drains you.
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This mindset work also shapes how you handle challenges. Slow inquiries, mistakes in a session, or a bad month in your business become information rather than evidence that you should quit.
Instead of collapsing into self doubt you look for patterns make adjustments and keep moving.
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Here are my top 5 articles on mindset and identity:
Looking for more articles on mindset and identity as an executive function coach and business owner? I have a full list at the bottom of this page.
Simple guide to shifting your mindset and identity to thrive as an executive function coach and business owner.
1. Decide you are a professional executive function coach and founder
Stop telling yourself you are a teacher who happens to coach on the side. Claim the identity of executive function coach and business owner and let every decision flow from that new identity.
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2. Write a clear value proposition for your business
Write down who you serve, what results you help them get, and how you want your work life to feel. A simple value proposition gives your brain something specific to grow into instead of drifting.
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3. Value your work so others can value it too
Replace thoughts like "I should keep this cheap" with "I provide a specialized service that changes lives". When you see your work as valuable it becomes easier to charge sustainable rates and hold boundaries.
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4. Create simple offers instead of doing everything
Choose one or two clear offers rather than saying yes to every request. This shift from random favors to defined services tells you and your clients that you run a real business.
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5. See marketing as teaching and start a consistent posting schedule
Treat your posts, emails, and videos like mini coaching sessions that help people understand executive function. When marketing feels like service, you show up more often and more confidently. You can start by simply posting a blog post twice a month consistently, then branch out to other mediums and higher posting frequency.
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6. Protect time to work on the business
Block recurring time in your calendar for business planning, creating systems, and making content instead of only squeezing it in at night. Acting like the leader of your business even for one focused hour a week reinforces your new identity.
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7. Surround yourself with other EF coaches
Having accountability and support as an EF coach can be what makes the difference between a hobbyist and a professional. Consider joining communities where other EF coaches are. For example, my community through EFCA has 90+ coaches who are actively building their EF coaching business.
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8. Treat mistakes as part of the job, not proof you are a fraud
A failed workshop or an awkward consult call does not mean you are not cut out for this. Decide in advance that missteps are tuition for learning how to run a stronger coaching practice.
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9. Ask what a resilient business owner would do
When you feel stuck, pause and ask what would the future successful version of me choose here. Use that answer to guide your next action even if it feels slightly uncomfortable.
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10. Align your daily habits with your new story
Tiny actions like updating your bio, sending one outreach email, or tightening your intake form all reinforce "I am a serious coach and business owner". Identity changes stick when your habits match the story you want to live.
Best mindset and identity resources for executive function coaches and business owners
Limiting Beliefs Worksheet by EFCA
Identify and challenge the beliefs holding you back from starting your own executive function coaching business with this template. Overcome the self-doubt and create a more positive, success-driven outlook.
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90-Day Get Your 1st Paying Client Challenge by EFCA
This 90 day challenge guides you through daily 10-15 minute tasks to help get you your first paying client. It builds confidence, helps you stay accountable, and gives you the opportunity to connect with other coaches in the EFCA community.
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The CEO Dashboard by EFCA
This CEO Dashboard is the ultimate goal-reaching tracker for your professional and personal life. It's the system I use to stay on track of my big goals, while also managing my weekly priorities, giving me a visual layout of the big picture and small picture.
Build Your Unique Value Proposition Worksheet by EFCA
This interactive worksheet guides you through the essential steps to identify and articulate what makes your coaching services unique. Stand out in a competitive market by clarifying your strengths, defining your target audience, and highlighting the distinctive benefits you offer.​
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How To Start Your Coaching Business In 5 Steps Workbook by EFCA
This workbook guides you through a 5-step process, providing resources to understand your value proposition, send outreach emails, run inquiry meetings, sign up clients, and more.